Download - Guerrilla Marketing and the Art of Generating Attention

Guerrilla Marketing and the Art of Generating Attention

Going Guerrilla

Inspiration

Why does guerrilla / alternative / experiential marketing matter?

Why are people paying so much attention to it now?

Going Guerrilla

The State of Media

• Media clutter.

• People are more aware of being marketed to and filter out a lot of current marketing.

• A large amount of media is non-targeted and becomes irrelevant to the consumer.

A single weekday edition of The New York Times contains more data than a typical citizen of 17th century England would have encountered in a lifetime.

Media usage per person averaged 3,530 hours in 2006 according to the VSS Forecast. That equals over 147 full days per year of media exposure.

Propaganda

Going Guerrilla

Study of Influence

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RadioSpot

Billboard TV/PrintAd

MagazineArticle

Friend,Co-

worker,FamilyÉ

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The important point to the propagandist is that the relative value of the various instruments of propaganda, (Edward Bernays defines propaganda as ’simply the establishing of reciprocal understanding between an individual and a group’) and their relation to the masses, are constantly changing. If he is to get full reach for his message he must take advantage of these shifts of value the instant they occur.

Propaganda

Going Guerrilla

Additionally it is important to consider the concept of Social Currency and the relative value of such in current times. Douglass Rushkoff said it well in the following “…your success will be directly dependent on your ability to create excuses for people to talk to one another…They need images, stories, ideas, and sounds through which they can relate to one another”1

1. Rushkoff, “Social Currency” 2001

Propaganda

Going Guerrilla

Buzz Timeline

History

1900

2007

1929, Lucky Strike Easter parade

1923, Ivory Soap, The National Soap

Sculpture Competition

1969, John Lennon

Yoko Ono ‘Bed-In’

1974, Blazing Saddles

Movie Promotion

1999, About.comRe-launch

1944, U.S. Government, Buy War Bonds!

2003, Sony Ericsson Undercover

ATHF-Boston

Why are marketers so excited about this media opportunity?

How do we as marketers create this excitement?

The Challenge

Going Guerrilla

How do you create guerrilla marketing that stands out?

1. Work backwards. What is the consumer doing, what behaviors do they practice and how can you fit your brand into that behavior to create something that is relevant, unexpected and exciting.

2. You can disarm the marketing filters that many of us have by either • Being under the radar enough that they do not know they are being marketed to

(very hard to do effectively).• Being interesting enough that the consumer does not mind being marketed to. In

fact, when done well, they will ask for it from you. 3. Stop thinking about ‘Out-Of-The-Box’ - This has done serious damage to marketing and

caused some TERRIBLE ad/promotional campaigns. Get inside the box and tinker with it and you will come up with something better and more effective.

4. Don’t be creative for the sake of being creative.5. Create within your means. Sometimes the ‘BIG’ idea is too big for your $25,000 budget.

Keep a budgetary context to your creative ideation. Don’t limit your ideas, but give them parameters.

6. See what is out in the public landscape and take it, revise it, mash it up, and make it your own.

Buzz Marketing

The Challenge

I believe good poets borrow

great poets steal.

- Meg Kearney “Creed”

Going Guerrilla

Inspiration

We are told about the world before we see it.

We imagine most things before we ever experience them.

- Walter Lippman, Public Opinion 1922

Buzz Marketing

The Essential Insight

The Manufacturing of Buzz

The M

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Obrigado!

Sam Travis Ewen

Interference Incorporated

[email protected]

www.interferenceinc.com